The Effect of Billboards within the Gaming Environment

Chaney, Isabella; Lin, Keng‐Pei; Chaney, James E.

doi:10.1080/15252019.2004.10722092

Cited by 107 publications

(84 citation statements)

References 8 publications

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“…More recently, Chaney, Lin, and Chaney (2004) found that participants playing a first-person shooter game recalled going past billboards in the game, but they had little memory for brands-or even for the product category-on the billboard. Similarly, Grigorovici and Constantin (2004) found a complex relationship among the type of placement (billboard versus the actual object), the players' immersion in the game, how arousing the game was, and brand recall.…”

Section: The Effect Of Brand Placements On Memorymentioning

confidence: 99%

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang¹,

Roskos‐Ewoldsen

Dinu³

et al. 2006

Journal of Advertising

209

106

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Moonhee Yang (Ph.D., University of Alabama) is a senior researcher, Munhwa Broadcasting Corporation, Seoul, Korea. David R. Roskos-Ewoldsen (Ph.D., Indiana University) is a professor of psychology, University of Alabama. Lucian Dinu (Ph.D., University of Alabama) is an assistant professor of communications, University of Louisiana. Laura M. Arpan (Ph.D., University of Alabama) is an associate professor of communications, Florida State University. Advertising, vol. 35, no. 4 (Winter 2006 Given the increasing practice of in-game advertising and its potential as an alternative advertising medium, surprisingly little research has been done regarding the effects of in-game advertising. Little is known about whether in-game advertising influences gamers' memory for the brand, attitude toward the brand, purchase behavior, and so forth. Clearly, players' awareness of the brand name is one of the important goals of in-game advertising (Nelson 2002). Therefore, the current study explored this virtually unresearched area and asked whether in-game advertising influences the memory of the players for the embedded brands, especially among college students-one of the groups that most frequently plays video games. In fact, 70% of college students report playing video games (Jones 2003). Following the practice established in television and movie research, the current study employed measures of both implicit (unconscious) memory (with a wordfragment completion test) and explicit (conscious) memory (with a recognition test) for ads placed in two popular sports games (Law and Braun 2000; Law and Braun-LaTour 2004; Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004). Testing two different types of memory for in-game advertising effectiveness is expected to benefit both scholars and practitioners in this area. Journal of THE EFFECTIVENESS OF "IN-GAME" ADVERTISINGComparing College Students' Explicit and Implicit Memory for Brand Names Moonhee Yang, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan ABSTRACT: In-game advertising has become a major advertising outlet. The current study examined the effect of brand names placed in video games on college students' memory. Both implicit and explicit memory for brands placed in two sports computer games were tested using a word-fragment test and a recognition task, respectively. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games.

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Section: The Effect Of Brand Placements On Memorymentioning

confidence: 99%

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang¹,

Roskos‐Ewoldsen

Dinu³

et al. 2006

Journal of Advertising

209

106

View full text Add to dashboard Cite

show abstract

“…There are other instruments to explore the motivation of players that are created as independent of a particular type of game (Ryan, Rigby and Przybylski 2006). The third limitation may relate to the use of the game in which 37 brands appear for the research, which is far more than it was the case in other studies (Chaney, Lin, Chaney, 2004;Yang, Roskos-Ewoldsen, Dinu, Arpan, 2006). It should also be taken into account that the research was not conducted under controlled conditions and that a large number of players have a longer experience in playing the game used in the research.…”

Section: Discussionmentioning

confidence: 87%

“…A bit higher distraction effects on implicit memory appear when it comes to familiar brands, while, on the other hand, unfamiliar brands bring more attention which annuls sensory distraction (Choi et al, 2013). Chaney, Lin and Chaney (2004) found out that, in case of first-person shooting games, players could remember seeing virtual billboards in the game, but were not able to recall most of brands or product categories displayed on billboards which could be explained with interactive nature of video games that affects the ability of players to perceive advertising messages. But, as Yang et al (2006) noted, it should be considered that product placement in interactive video games generates effects not only on explicit, but also on implicit memory, which indicates that even though players could not explicitly recall brands embedded in video games, they store that information in implicit memory and can use it in future when making purchasing decisions.…”

Section: The Effectiveness Of Product Placement In Computer and Videomentioning

confidence: 99%

“…The sports game was chosen due to the fact that it is most suitable for in-game placement (Nelson 2002). Bilboards with brands in field sports games add realism to the game (Chaney, Lin, and Chaney, 2004). The reasons for choosing the soccer simulation are (Yang, Ewoldsen, Dinu, and Arpan 2006): brand placements are easy-to-see, the nature of placements ensures that all players, regardless of their playing skills see placements, and relatively simply playing controls.…”

Section: Used Gamementioning

confidence: 99%

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Research of indirect advertising in video game industry

Štavljanin¹,

Cvijović²,

Kostić-Stanković³

2017

Industrija

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“…[24][25][26] On the other hand, gamers who are not interested or less involved in the game may pay little attention to the game and the in-game advertisements. This suggests that the relationship between gamers' involvement and the extent of recall and recognition is an inverted U-shaped curve with gamers at the extreme ends of high and low involvement producing lower recall and recognition rates of in-game advertisements than gamers who are moderately involved in the game.…”

Section: Gamers Are Also Consumersmentioning

confidence: 99%

Demographic differences in recall and recognition rates of in-game advertisements

Toh¹,

Leng

2014

J Direct Data Digit Mark Pract

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In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of respondents, who were younger and of male gender. With the growing number of gamers from other demographic groups, this study aims to establish whether there is any difference in the effectiveness of in-game advertisements across demographic segments. For this study, 58 participants were selected. Participants were instructed to play a racing game on a computer tablet. This was followed by a test of the respondents' rate of recall and recognition of the in-game advertisements. Results showed that there is no difference in the recall and recognition rates between the genders. However, respondents from the younger demographic group are more likely to have higher rates of recall and recognition as compared with respondents from the older demographic group. This suggests that, in targeting older consumers using in-game advertisements, marketers need to develop different strategies to increase the recall and recognition rates.

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The Effect of Billboards within the Gaming Environment

Cited by 107 publications

References 8 publications

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Research of indirect advertising in video game industry

Demographic differences in recall and recognition rates of in-game advertisements

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